ABSTRACT Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand. The first study used an experimental design and focused on internal validity, whereas the second study employed a survey, presenting results high in external validity. Both studies analyzed the consequences for the influencer concerning his/her perceived trustworthiness and expertise, as well as the impact on brand evaluations and behavioral intentions. Influencer–brand fit had a positive impact on the image of the influencer and on the effectiveness of advertising, especially for followers with low levels of parasocial relationships.

中文翻译：

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Instagram影响者与认可品牌之间的契合度

摘要两项在线研究分析了Instagram影响者和认可品牌之间的契合度影响。第一项研究采用实验设计，侧重于内部效度，而第二项研究采用调查，呈现较高的外部效度结果。两项研究都分析了影响者关于其感知的可信度和专业知识的后果，以及对品牌评估和行为意图的影响。影响者与品牌的契合度对影响者的形象和广告效果产生积极影响，特别是对于那些具有较低的超社会关系的追随者而言。